Performance Marketing Manager

Key Responsibilities

Channel Ownership & Execution

Own and manage all performance marketing channels including Google Ads, Meta, YouTube, LinkedIn, Display, and other paid platforms, with a strong focus on local, multi-location, and service-driven demand generation.

Performance Strategy Development

Build and execute ROI-first performance marketing strategies aligned with business goals such as:

• Walk-ins, bookings, and birthday parties (FECs)
• Memberships, camps, and programs
• Consultations, trials, and recurring services (Health & Wellness)

Integrated & Full-Funnel Marketing Programs

Design and run multi-channel, full-funnel programs combining:

• Paid search (high-intent capture)
• Paid social (demand creation + retargeting)
• Display & video (brand recall and assisted conversions)
• Lifecycle and remarketing strategies

Ensure campaigns work together to reduce CAC and improve LTV.

Display, Video & Awareness Campaigns

Develop and manage display, YouTube, and awareness campaigns to:

• Build local market presence
• Feed high-quality retargeting audiences
• Improve conversion efficiency over time

Creative Strategy & Performance Alignment

Demonstrated ability to understand what creatives actually win in paid media, using performance datanot opinions.

• Analyze creative performance using CTR, CPC, hook rate, engagement, conversion rate, and ROAS
• Identify winning angles, formats, hooks, and offers
• Spot creative fatigue early and refresh creatives proactively

Translate insights into clear, actionable design briefs for creative teams, covering:

• Campaign goal and funnel stage
• Target audience and intent level
• Messaging angles, hooks, and pain points
• Visual direction, formats, placements, and examples
• Compliance and brand guardrails (especially for health & wellness)

Ensure fast creative iteration cycles so paid ads can be launched, tested, optimized, and scaled without delays.

Performance-Led Creative Judgment

Strong instinct for what converts in FEC and Health/Wellness advertising, with the ability to:

• Separate good-looking creatives from revenue-driving creatives
• Diagnose creative fatigue early
• Guide designers toward assets built for conversion, not vanity

Analytics, Attribution & Reporting

Own performance measurement and reporting across platforms using GA4, GTM, ad platform dashboards, and CRM integrations.

Translate data into clear, business-facing insights tied to:

• CPL, CAC, ROAS
• Bookings, memberships, revenue impact
• Location-level and cohort-level performance

Budget Ownership & Optimization

Plan, allocate, and manage performance budgets across channels and locations to:

• Maximize returns
• Shift spend quickly based on performance signals
• Scale what works and cut what doesntfast

Automation, Scripting & AI Workflows

Use Google Ads Scripts, Apps Script, and AI-driven workflows to:

• Automate reporting and alerts
• Improve bidding, budgeting, and optimization
• Build scalable, low-manual systems for performance marketing

Experimentation & A/B Testing

Continuously run structured experiments across:

• Creatives, landing pages, offers
• Audiences, placements, and funnels

Document learnings and apply them systematically to improve efficiency.

Cross-Functional Collaboration

Partner closely with sales, operations, product, and creative teams to ensure marketing aligns with:

• On-ground capacity and customer experience (FECs)
• Service workflows and compliance (Health & Wellness)
• Revenue and growth targets

Market & Industry Intelligence

Stay up to date with trends, tools, and best practices in:

• Service-based performance marketing
• Local and multi-location growth
• Privacy-first tracking and AI-driven optimization

Must-Have Mindsets & Skillsets

Experience in Service-Based Businesses

Proven experience running performance marketing for service-driven industries such as:

• Family Entertainment Centers
• Health & Wellness brands
• Clinics, education, fitness, or local service businesses

• Understands that success is driven by bookings, footfall, retention, and LTVnot just leads.
• Founders Mindset & Ownership
• Takes full responsibility for outcomes including CPL, CAC, ROAS, revenue, and growth metrics.
• Strong Data Storytelling
• Exceptional ability to communicate insights clearly to cross-functional teams and leadership, connecting data to business impact.
• Hustle & Bias to Action
• Thrives in fast-moving, ambiguous environments. Prioritizes execution over perfection.
• Detail-Oriented & Zero-Defect Mindset
• Comfortable going deep into data, tracking, funnels, and creatives with high accuracy and accountability.
• Business-Oriented Creativity
• Uses creativity to drive measurable outcomes, not vanity metrics.
• Iterative Problem Solver
• Breaks complex challenges into testable hypotheses and scalable solutions.
• Obsession With Process Excellence
• Builds repeatable, documented systems that enable consistent performance across brands and locations.